A New Graduate Degree Program at Sawyer Business School

Launching this fall, the Master’s in Marketing will focus on experiential learning and research methods.

Giving students the specialized knowledge they need to succeed in a specific field has always been a goal of the Sawyer Business School. It’s why SBS developed the Wealth Management and Business Economics programs for undergraduates. And it’s why, this fall, the school is launching a new Master of Science in Marketing (MSM) degree program, which will teach students how to approach complex marketing problems, analyze information, and develop high-quality strategic and tactical solutions.

In addition to a General Marketing track, the MSM will feature three concentrations to enable students to better customize their experience: Global Marketing, Market Research and Customer Insights, and Product Management. International students also will want to know that the degree has received STEM classification, which will allow them to take up to 36 months of Optional Practical Training.

“I’m excited to see the new MS in Marketing program. The marketing landscape is constantly evolving, and the way brands need to talk to their customers is evolving as well,” says Victor Davidson, MBA ’12, senior vice president of analytics at SavingStar. “The new degree program will empower students to stay on the forefront of these changes and position themselves as top marketers.”

Different from our competitors’ programs

What sets the Suffolk MSM apart from other schools is its integration of qualitative and quantitative research methods into the curriculum. Qualitative methods yield deep insights about customer behavior. Students learn and practice newer techniques such as videography for observation studies as well as standard techniques (e.g., in-depth interviewing and focus groups). On the quantitative side, students learn best practices in survey research, experimental design, data analysis using SPSS (Statistical Package for the Social Science) software, and digital marketing analytics.

“Most master’s-level programs in marketing give the qualitative tools pretty short shrift,” says Professor Elizabeth Wilson, chair of the Department of Marketing. “But knowing how to do that kind of research and understanding the whole spectrum of social science research methods is something every employer will value.”

Real-life learning

Another notable element of the MSM degree is its emphasis on experiential learning across courses and live client opportunities with local and global businesses.

“In Suffolk’s highly experiential curriculum, students will take a hands-on approach to explore issues for real clients from our network of contacts in the Boston area and worldwide,” says Wilson.

The takeaway? Students in the Suffolk MSM will acquire innovative skills needed for today’s marketing careers as well as unequaled access to networking and job opportunities.